Business Administration – Marketing (BAM)

Marketing is an approach to business that puts the customer at the centre of its activities and focuses on satisfying customer needs and wants. While marketing is used by both profit and not-for-profit organizations to meet the demands of the market place, this subject introduces students to the fundamental marketing concepts used by profit oriented business organizations to satisfy final consumers.

Marketing Professionalism and Careers his course provides students with a comprehensive introduction to the resources and supports available to future marketing professionals at Seneca and within the marketing industry. Students will build a solid foundation for their academic studies by focussing on academic integrity, institutional expectations, and educational standards while simultaneously developing communication, critical thinking and research skills required in todays marketing workplace. Throughout the course, students will expand their connections and networks and explore job and career options, culminating in the creation of a personalized learning plan to guide their next steps.

Emphasis in this subject will be on the development of intermediate-level Excel skills expected in todays business environment. Topics range from the planning and assembly of well formatted spreadsheets to the use of spreadsheets in data management, analysis and problem solving. Key topics include worksheet formatting, financial and data analysis functions along with decision-making features. Additional topics include the use of Microsoft Word to prepare professional business reports.

This subject is designed to provide second semester marketing students with an opportunity to learn effective individual and group presentation skills. Students will experience how to plan, prepare and deliver various types of presentations to fit any business environment. From demonstrating skills to interpreting data to persuading. Students will have many opportunities to communicate their ideas and engage their creativity while honing their skills of tone, speech and body language.

This subject continues from MARKETING I (MRK 106) and relates marketing theory and concepts to the creation of effective marketing strategies and strategic marketing management. This subject advances the study of marketing planning, buyer behaviour and market research distribution. Using metrics, students will evaluate the attractiveness of marketing opportunities and the impact of marketing decision-making. The successful student will be able to demonstrate the ability to solve marketing problems employing creative thinking and a disciplined application of marketing theory and principles. The student will be able to develop marketing strategies and make marketing decisions which achieve corporate objectives within the consumer, organizational and nonprofit sectors of the Canadian business environment.

Modern Research Methods This course introduces students to research methods, practices, and techniques used in modern marketing organizations. Emphasis is on the collection, evaluation, and synthesis of secondary data. Students will learn to utilize a variety of tools, platforms, and databases to support evidence-based decision-making in marketing. The course emphasizes curiosity and allows hands-on and practical applications of research to real-world marketing challenges through critical thinking and effective communication of insights. These skills provide a strong foundation for other marketing courses in the program.

This course is designed to provide students with a foundation in internet and web fundamentals from a marketing perspective. Students learn how key internet technologies including email, web sites, and domain names function at a conceptual level. Students will learn and apply simple HTML coding and image preparation skills using industry standard applications. Copyright and licensing issues will be addressed. Key web/mobile design concepts will be introduced. SEM, SEO, web analytics and social media will be explored. Students will apply what they learn through the development of a personal web presence using a leading content management platform.

A career in selling can focus on either business to business or retail sales. This subject deals primarily with business to business selling in which students will learn and practice the fundamentals of the sales process, needs analysis, consultative selling and relationship building. Students will develop interactive selling skills through presentations and self evaluation. Emphasis will be on developing confidence, professionalism and communication skills required in todays world. This subject is offered in conjunction with the Canadian Professional Sales Association (CPSA). It is an educational requirement for the Certified Sales Professional (CSP) designation that additionally requires two years work experience in sales and successful completion of examinations, oral and written. It also meets the educational requirement for the certificate program, Professional Sales Certificate (PSC).

The emphasis of this subject is on marketing research as an integral part of management decision making. Students will gain an understanding of the required steps in designing a research study to yield relevant, timely, applicable, and accurate information. Students will also gain experience in applying research concepts and methods to current management problems. Data interpretation and recommendations based on evidence will also be a key focus. The subject will be user oriented. Students will learn to determine the marketing information needs of management, to obtain the appropriate information, to objectively interpret the information and to effectively communicate that information.

This course will introduce key marketing concepts related to the promotions mix in an IMC (Integrated Marketing Communications) framework. Students will be introduced to the foundation of IMC and communication concepts specifically as they relate to influencing consumer behaviour. This course focuses on advertising as part of the promotional mix and explores creative approaches and media alternatives, including the internet and social media options, needed to prepare and justify different marketing communication approaches to create brand interest and ultimately brand loyalty. The advantages, pricing, and measurements of different types of media will also be explored.

This subject uses case analysis, workshops and the preparation of a comprehensive marketing plan to apply related marketing theory and concepts to the creation of effective marketing strategies. Students will analyze and evaluate strategic alternatives and practice strategic marketing management decision making.

This subject introduces the major aspects of marketing in todays dynamic global environment, with an emphasis on the analysis of global markets. The subject considers both multinational and global marketing strategies, including the impact of marketing in foreign markets on product design and specifications, promotion and advertising tactics, pricing and distribution strategies. The focus of this subject is learning how to solve marketing problems in a global environment.

Media habits are changing. Canadians are consuming media differently, socializing in new ways, and demanding access to information anytime, anywhere. Based on this cultural shift digital solutions are in demand as viable solutions to achieve advertising objectives. Both advertisers and agencies are evaluating their current marketing mixes. The options within digital have grown at a rapid pace, are many and diverse. These digital options whether recommended as a singular solution or integrated with traditional media create huge potential and untapped opportunity within media plans. Concurrently, the change in technology consumption of information is now recognized as a useful business tool with its practical applications. With this evolution it has become apparent that there is a strong need for knowledge and talent in digital marketing to address the significant demand in the marketplace.

This subject introduces students to the application of spreadsheets to solve problems and seek financially viable solutions to marketing alternatives. Students learn to use spreadsheets while learning about basic financial statements, and then apply this knowledge to create and analyze marketing plans to make marketing decisions based on corporate financial criteria.

As the customer is increasingly viewed as being at the centre of the marketing universe, it is becoming more important for firms to develop marketing strategies and tactics that will create opportunities for two-way communications with their customers. This course provides the students with the necessary skills and tools to assess customer needs, build and maintain positive relationships, and manage customers expectations in a growing and evolving electronic environment. Students, through the preparation of an interactive marketing plan, will evaluate and interactive marketing situation and recommend appropriate interactive solutions.

This subject continues from the first four semesters of the Business Administration - Marketing program and relates marketing theory and concepts to measurement and analysis techniques. Using metrics, students will evaluate the attractiveness of marketing opportunities and the impact/consequences/outcomes of marketing decision-making and action. The successful student will be able to demonstrate the ability to choose appropriate measurement and analysis techniques and use them to assess the anticipated merits or actual consequences of marketing strategies and plans.

As many businesses now recognize, one of the most valuable assets that a firm has is the brands that a firm has invested in and developed over time. This course builds the foundation for brand strategy and explores the concepts of brand equity, brand identity and brand personality. Students learn how to leverage the marketing mix to build a strong brand platform.

In Digital Marketing II, we are going to take students previous digital marketing learning and put it together, using real world case studies, examples and assignments to forge a lifelong understanding of digital marketing concepts and best practices. By the end of the class, students will be able to identify and evaluate various digital marketing opportunities, create execution plans and ROI models to evaluate the efficacy and optimize for future campaigns. In addition to reading David Meerman Scotts classic book The New Rules of Marketing and PR, we will also have guest lecturers throughout the term to understand our learnings through real world applications. Students will also be encouraged to follow some of the top digital marketing and PR blogs - a fantastic source of current and real world thought leadership.

This course is designed to provide an understanding of the opportunities and challenges marketers face when selling to businesses and/or consumers. It explores the purchasing behaviour of both organizations and consumers, relates these concepts to marketing theory and practice, and promotes insight into the formulation and implementation of marketing strategy. Students will examine the characteristics of buyers, the factors which influence their behaviour, and the decision processes they engage in, to evaluate strategic options, solve marketing problems and devise effective marketing strategies and tactics.

This course focuses on the application of channel and retail marketing strategies to successfully develop and optimize organizational distribution systems. The student will use the key principles of channel design and implementation, end-user analysis, and retail merchandising to create channel and retail distribution strategies to enhance business marketing initiatives.

This course is an integrative capstone course. Students combine concepts from previous marketing courses in order to analyze actual situations and make strategic marketing decisions. The goal of this course is to develop a disciplined process for addressing marketing issues and problems in a variety of settings, and to give students the tools and framework necessary to think through marketing problems.

Services Marketing This course explains what services marketing is and its applicability in a variety of industries. It comprises the comprehensive services marketing process and fully explains the services marketing plan. Since major segments of every country are influenced by services, this course illustrates the pivotal functions that the services have in the industries and in the economy. Throughout this course, students will be able to identify customer service problems and barriers. They will learn how to advance their knowledge and skills to resolve the service centric issues

Products are key to a companys growth, both launching new products and maximizing the potential of existing products and brands. Students develop skills in launching new products, generating new ideas, conducting business analysis, manufacturing, testing procedures and measures, branding, data mining, supply chain management and retail merchandising. Successful completion of semesters 1 to 4.